Executives for U.K.-based broadcaster ITV are enraged by a report that Apple may change the name of its Apple TV set-top box to ‘iTV’. Earlier this week Engadget reported that the next-generation Apple TV would see its named changed to ‘iTV’—the name it was originally called by—while also gaining some sort of app functionality. While it is believed that the name was scrapped in part due to Elgato’s EyeTV products for Mac, it appears that the name runs afoul of more than just a single product. “You only have to look at recent problems with the iPhone 4 to see not everything Apple produces is gold dust,” an ITV insider told Mirror.co.uk. “We all take our ITV brand very seriously and we’ll do everything in our power to protect it.”